Abstract: Mobile advertising is a perfect tool to build a relationship based on proximity between brand and consumer. It is tactile, interactive, and personalized. As few studies have focused on this con-cept, particularly in the Algerian context, we aim in this research to show the role of mobile ad-vertising on consumer attitudes. After a literature review, an empirical study is conducted among150 students in Tlemcen city. Results, using regression analysis, show that attitude to-wards mobile advertising had no influence on the attitude towards brand and purchase intention.
How to cite this paper
Merabet, A., Benhabib, A & Merabet, A. (2017). Impact of Mobile advertising on consumer attitudes in Algeria: case study of Ooredoo.Management Science Letters , 7(4), 205-212.
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